Fluid Sports has taken on the mantle as the UK licensing partner for top Italian football club, AC Milan.
The deal means the firm will be working closely with Adidas, which is responsible for the club's global licensing activities.
"AC Milan is certainly one of the most famous and best supported clubs in world football, with a rich history of footballing success, and an incredible list of globally recognised players, past and present," said Tom Howgate, MD of Fluid Sports. "Over the last three years, we have come to know very well the licensing people at Adidas Italy who manage the club's licensing business, and are delighted that they now see fit to appoint Fluid as their UK licensing partner.
"For football fans as consumers in the UK, there is an increasing awareness of the big European clubs and their players. Blanket TV coverage of the Champions League means the football stars from Italy, Spain and France are heroes to millions of fans in the UK and, as a result, there is an appetite for licensed product from the big European clubs that may not have existed five years ago."
Ilaria Rossi, licensing manager at Adidas Italy, added: "We have been impressed with Fluid's knowledge and understanding of the UK licensing marketplace, Tom Howgate's connections with the licensee and retailer fraternity, as well as Fluid's track record of delivering outstanding results for the other football clubs with whom they work."
Fluid has also worked with the likes of Arsenal, Manchester City and Everton.